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Senior marketing executive with extensive experience in using consumer analytics to develop and execute strategic sales, marketing plans, and consumer experiences across multiple brands. Proven leader who builds consensus among diverse, international teams while creating an environment that supports and encourages team members to achieve goals. Results-oriented, budget conscious professional who consistently seeks innovative solutions and input from consumers.
		
Focused on Consumer Needs and Experiences	
Detailed Strategic Thinker and Planner for ROI
Develops Mutual Long-term Strategic Partnerships	
Global Vision for New Market Growth
Drives Innovative CRM & Digital Marketing	
Consistent Marketing Effectiveness Measurement
Team Builder Focused on Personal Development	
Enjoys Active Direction of Creative in the Field


•Lead the adoption, development and implementation of Sales Force to improve targeted digital communications to exhibitors and attendees. Increased opt-in count by 60% within 4 months and 30% of these new people purchased tickets. 
•New marketing strategy and campaigns increased attendance at the shows by 14.83% in Year 1 and 12.25% in Year 2. 
•Implemented new VIP Experiences to elevate attention and service by providing lounge areas with superior dining and entertainment and a concierge to fast track private yacht appointments. The VIP lounge implemented at the Ft. Lauderdale Show in 2016 sold out before the show and resulted in profits of $200k+ transforming this feature into a profit center. Sponsors immediately registered for the subsequent year.
•Rebranded the Ft. Lauderdale and Miami shows to incorporate new logo, branding templates, website designs, signage, advertising, show programs, etc. Shifted into more digital promotion of the shows utilizing customer journey mapping.

VP Marketing

Developed and directed all Americas marketing, public relations, events, partnerships, multi-media planning, sales forecasts, and budgeting for the 8 luxury yacht brands in the Ferretti Group portfolio and Allied Marine, the USA dealer and yacht charter brand, that Ferretti purchased in 2008. Directed a team of 6 individuals and 5 outside agencies. Within 6 months of the new organization, consolidated and transitioned the marketing activities for the entire USA group to include all Allied Marine retail dealership locations and Ferretti Group USA with a multi-million marketing budget. Evaluated all marketing initiatives’ impact on sales and implemented new web sites, lead management system, concierge program, social media strategy and list management that increased unique visitors by 70% and supported a 30% increase in sales conversion over 12 months. Achieved double digit growth each year since the 2008 acquisition of the retail network. Changed the retail branding to Ferretti Group Am

VP Marketing - Americas

•	Directed world-wide customer research initiatives to design competitive market analysis and support new strategies for product development, brand segmentation, marketing programs, pricing, and domestic dealer distribution. 
•	Championed the “voice of the customer” research process and lead the first new model launch, achieving more than 20% of the sales target in the first year. 
•	Lead the development of the company’s first CRM and market intelligence database system to improve analysis capabilities and partition consumers for targeted communications by brand with traced response rates and sales conversion. 
•	Designed customer loyalty programs and consumer contact strategies to improve customer acquisition and retention through the development of timed e-mail campaigns. 
•	Analyzed retail markets to develop optimal distribution coverage and marketing strategies to increase market share.


Director of Market Intelligence

•Designed and orchestrated company presence and press events at key boat shows and increased qualified attendance by 50% since 2008 while maintaining a consistent budget. Ferretti was the largest exhibitor at the shows in space and spend.
•Defined and implemented a global Microsoft Dynamics CRM system for all regions with a team of IT, sales and marketing professionals from the corporate and regional offices to be modeled for the American sales process.
•Primary liaison to Ferretti Corporate on behalf of all FG America locations and dealerships to provide direction and feedback for all branding needs, customer personas for the Americas, product support information, and market intelligence. 
•Directed the global marketing strategy, public relations, branding, market research, and events for Bertram Yachts. 
•Lead voice of the customer research to drive new product development and input on marketing campaigns. 
•Continuous delivery of content through social media, web sites, e-commerce,

Director of Marketing

•	Developed new modeling tools to support sales and marketing in understanding competitive lifecycle, market share trends and the impact on wholesale, retail, and inventory cycles. 
•	Provided the market analytics and forecast to support the introduction of an entry level brand, and its new plant in Mexico, increasing sales by 30%; becoming the largest volume of boat sales in the world. 


Manager of Market Intelligence

•	Supervised the international sales and export team to streamline the exportation process and execute marketing materials, events, and trade shows. 
•	Developed and managed the sales forecast, marketing budget, incentive programs and dealer commitment plans to increase global market share. Awarded the Governor's “International Trader of the Year” Award in 2000 for growing international business by 35% in one year. 
•	Refined processes to improve international financial transactions between dealerships and banks to provide new opportunities for distribution growth. 
•	Managed the UK, Germany and Switzerland warehouse inventory and provided international marketing materials and foreign language manuals.
•	Developed seamless plant-to-club shipping process for the German and UK markets to minimize shipping damage, maximize inventory turnover and set up the equipment at gyms. 
•	Conducted due diligence on the acquisition of Quinton Treadmills and integrated the international distribution

International Marketing and Operations Manager

Find out detailed information about Brett Keating,  in Centennial, CO

Brett Keating: in Centennial, CO

Brett Keating